The Dynamic Nature of Geographical Indications (Gis): an Exploratory Study on Prosecco as a Territorial Brand

This exploratory study investigates the dynamic nature of Geographical Indications (GIs) through a longitudinal case study on Prosecco, considered as a territorial brand. Territorial brands cannot be separated from their territory, providing to the enterprises encompassed by the territorial brand a collective brand identity. However, over time the relationship among GI’s underlying dimensions—collective identity, geography, and branding—might evolve and potentially lead to frictions, both among local stakeholders, and in terms of meanings associated to the brand(s) by consumers/tourists. The Prosecco GI—currently one of the most successful in Europe—has witnessed many changes over the years, representing a critical case to investigate the complexity underlying a collective territorial brand. This work addresses the GI’s dynamic nature and presents current and future issues that need to be managed by local actors.